A study ofthe effect of information consistency on consumers' purchase intention in the context of omnichannel marketing / Ting WANG / 2022

Titre : A study ofthe effect of information consistency on consumers' purchase intention in the context of omnichannel marketing Type de document : Mémoire Auteurs : Ting WANG, Auteur Année de publication : 2022 Importance : 40 p. Note générale : Pour accéder aux fichier PDF, merci de vous identifier sur le catalogue de votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; INFORMATION ; MARKETING ACHAT Résumé : Due to the development of new technology, the improvement of network facilities, the change of consumer population and consumer psychology, the development of omnichannel marketing has been spawned. More and more stores are now opening their own online business, especially in the general environment of COVID-19, and there is an increasing demand for online channels to purchase goods. In order to provide customers with a better user experience, companies need to integrate online and offline marketing channels to improve sales efficiency by obtaining omnichannel data. The development of omnichannel marketing is still immature and in the exploration stage.In this context, companies need to overcome the challenges faced by omnichannel marketing. Therefore, the core of the company should be more inclined to the consumers and increase their intention to buy. This paper looks at the information challenges faced by omnichannel marketing and finds that there is an inconsistency in information between a company's online and offline channels. This paper attempts to collect data through questionnaires to verify whether this information inconsistency affects consumers' intention to purchase. The analysis of the research data shows that this consistency of information has an impact on consumers' intention to purchase. Moreover, consumers' intention to purchase is higher when the information is consistent between online and offline channels than when the information is inconsistent. It is worth mentioning that some information inconsistencies between channels can also affect the shopping experience of consumers. Integrating the enterprise's online and offline channels and making different channels consistent in terms of price, style, promotions, inventory, pickup and returns is conducive to optimizing the consumer shopping experience and increasing consumers' intention to purchase. This will help companies further realize omnichannel marketing to improve marketing efficiency and revenue. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=567934